Gucci’s Contemporary Refresh Kickstarts with New Muses and a Campaign Shot by Demna
The maison’s creative director photographed friends and collaborators for its latest campaign: Generation Gucci.
Under Demna Gvasalia’s creative direction, Gucci unveiled a new era marked by his signature sleaze-infused perspective. His “La Famiglia” collection was presented as a short film in September 2025, and Demna’s first runway show for the brand followed in February 2026. For both ranges, the creative director reframed Gucci’s roots while still honoring its heritage — the Fall/Winter 2026 collection even called back to the widely-hailed Tom Ford era. Now, Demna is showing off a new side of the brand with Generation Gucci.
First debuted last year as a surprise drop, the campaign returns with a cast of fresh faces. Across 84 photographs, all shot by Demna, friends and collaborators of the maison model updated iterations of Gucci classics. Most notably, many staple bag silhouettes were refreshed for contemporary wearers. Standing in as an homage to all different eras of Gucci, the campaign showcases an updated Jackie 1961 bag.
The Dionysus is also given a bit more edge — literally. The new iteration of the celebrated style showcases a distinct shape defined by sharper lines. Elsewhere, silk garments, suits and flamboyant outerwear round out the range, while carefully smudged smoky eyes tie in the sense of gritty glamour Demna is most known for.
Perhaps one of the most exciting elements the new campaign presents is the latest range of footwear. Men’s ballet flats balance this new era of Gucci’s rougher edges with a sense of softness.
Check out some of the campaign imagery above.
